Ivana Ercegovac – Faculty of Applied Media, FWC, Higher Colleges of Technology, Fujairah, UAE

Mirjana Tankosić – Faculty of Applied Media, FWC, Higher Colleges of Technology, Fujairah, UAE

Andrea Vlahović – Faculty of Social Sciences, University Business Academy, Bulevar umetnosti 2a, Belgrade 11070, Serbia

Keywords:                    YouTube;
Content creators;
Online communication;
Sustainable development

DOI: https://doi.org/10.31410/ERAZ.S.P.2023.187

Abstract: Social media’s transformative impact has led YouTube influencers to assume roles as content creators and entrepreneurs. This study delves into their innovative strategies encompassing revenue models, brand collabora­tions, and audience engagement. Ad revenue, sponsorships, subscriptions, merchandise sales, and crowdfunding form the diverse income streams. Af­filiate marketing and product placements foster new business avenues. Niche content and data insights elevate audience interaction. Supported by platforms like Patreon, varied revenue channels drive sustainable financial growth. Collaboration strategies, such as endorsements, invigorate the dig­ital economy. Entrepreneurial impact resonates through job creation, small business support, and innovation. Ethical considerations ensure sustainable growth. This study guides aspiring entrepreneurs and marketers by accentu­ating diverse revenue streams, strategic partnerships, and audience engage­ment. Future exploration may assess the endurance of influencer entrepre­neurship, its effects on traditional media, and emerging platforms’ nurturing of entrepreneurial endeavors.

9th International Scientific ERAZ Conference – ERAZ 2023 – Selected Papers: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, hybrid – online, virtually and in person, Prague, Czech Republic, June 1, 2023

ERAZ Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2023 Selected Papers: ISBN 978-86-80194-73-8, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.S.P.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

Suggested citation

Ercegovac, I., Tankosić, M., & Vlahović, A. (2023). From Content Creators to Business Innovators: The Entrepreneurial Impact of YouTube Influencer Channels. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 9. Selected Papers (pp. 187-196). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/ERAZ.S.P.2023.187


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